August 6th, 2008
Google unloads Performics to Publicis Groupe
Publicis Groupe will buy Google’s Performics search engine marketing unit for an undisclosed sum.
Google acquired Performics via the DoubleClick acquisition and the unit sparked a little bit of a firestorm. The problem: Owning Performics could be viewed as a conflict of interest for Google. After all, it’s just strange to have a search engine leader own a marketing firm designed to game results. In March, Danny Sullivan of SearchEngineLand called for Google to divest Performics.
In the official statement, none of that controversy was mentioned, but overall Google’s sale will go over well.
Publicis, an advertising conglomerate, said it will take Performics and lump it in with its VivaKi Nerve Center–an offering that lumps together multiple ad and marketing services. The deal, which will close in the third quarter, gives Publicis more new media heft. Ad firms are under pressure to meld interactive advertising plans with the traditional print and TV approaches.
Larry Dignan is Editor in Chief of ZDNet and Editorial Director of ZDNet sister site TechRepublic. See his full profile and disclosure of his industry affiliations.
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